With the Holiday season quickly upon us we are about to be inundated with tons of purchasing decisions. So, Why do we choose to buy the gifts that we do?

We choose the gifts that help us easily explain why.

I got you this sweater because I knew you’d love it and it’s 100% Kashmir.
I decided to get you this one because it has 10 different speeds for blending.
This one is so cool because it has that new 3D technology.
I knew you’d love this because it has face time.
I got you this Nintendo 64 because it has awesome 64 bit graphics (and I knew you'd freak out).

We need reasons to buy. The best brands in the world tell us why and help us easily justify it to others. Especially with luxury products like jewelry, cars, or fashion. Someone buying a BMW needs to tell their friends tangible reason why. So they talk about how great it drives.

Brands need to give people reasons to buy. A simple and tangible promise their faithful can champion over and over again.

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